You will create a marketing plan for a hypothetical product-based company. Each assignment focuses on a different section of the overall marketing plan. For Assignment 1, you will compile information on the company’s background information, an environmental analysis, your company’s short and long-term goals, and a SWOT analysis. For information on Website analytics, visit Google Analytics at http://www.google.com/analytics/why/. Note: You may create and / or make all necessary assumptions needed for the completion of this assignment. Write a five to six (5-6) page paper in which you: Write an introduction to your company. Describe your company, its location, and the product it makes or the service it provides.Develop an environmental analysis that includes competitive, economic, political, legal, technological, and sociocultural forces.Determine the primary and secondary target markets for your company. Next, analyze the primary and secondary target markets that you identified for your company. Be sure to cover the 4Ps, 5Cs and STP.Decide the main goals that you would like to achieve within the next year (short term) and the mains goals that you would like to achieve within the next five (5) years (long term). Determine the most appropriate ways to measure both short- and long-term goals. Note: Consider the following metrics: tracking downloads of Website content, Website visitors, increases in market share, customer value, new product adoption rates, retention, rate of growth compared to competition and the market, margin, and customer engagement.Develop both a SWOT analysis and needs analysis for your product. Each analysis should examine four (4) strengths, weaknesses, opportunities, and threats for your company.Use at least four (4) academic resources as quantitative marketing research to determine the feasibility of your product / service. These resources should be industry specific and relate to your chosen product / service. Note: Wikipedia and other Websites do not qualify as academic resources. Your assignment must follow these formatting requirements: Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.Include a cover page containing the title of the assignment, the student's name, the professor's name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

Complete both discussions. Please create a new thread for each theme and identify in the subject line the theme for which you are responding. Students are expected to post to both themes by Saturday and to at least two other students (across all themes) by Tuesday (this is the minimum requirement). In responding to the discussions and to other students, please be sure to use the course material using in-text citations and a reference list to cite the source(s) used. Remember, an in-text citation cannot exist without having a corresponding reference list and a reference list cannot exist without having a corresponding in-text citation. Use of the course material using in-text citations and a reference list is always expected in the discussions and good practice for the assignments in the course.Discussion 2A: StakeholdersIdentify at least five (5) stakeholders (individuals or groups) that are relevant to your team project (do not use the Project Manager or the Project Sponsor; also, take a sentence or two to briefly introduce/describe your project so your classmates will have some context). Describe why each is a stakeholder, their level of interest and power, and how much attention the Project Manager should give each stakeholder (at least 250 words). If you respond to classmates in this theme, augment their work by identifying at least two other stakeholders they did not mention and explain why the Project Manager should be concerned about those specific stakeholders (at least 150 words).Discussion 2B: ScopeIn your own words, define the preliminary scope of your group project and discuss what you think should be in scope, as well as what you think should be out of scope (remember to take a sentence or two to briefly introduce/describe your project so your classmates have some context). Identify at least five (5) elements for each category (in-scope and out-of-scope) and explain your choices (at least 250 words). If you respond to classmates in this theme, review their submissions and provide substantive and constructive feedback (at least 150 words) to their postings.

Purpose The purpose of this project is to introduce you to the planning process and to complete a SWOT analysis to determine a company’s strengths, weaknesses, opportunities and threats. Using the information gathered to complete the SWOT, you will begin to build a Strategic Plan identifying and discussing the company’s goals and objectives. Outcome Met by Completing This Assignment Employ effective planning processes to develop strategies, goals, and objectives in order to enhance organizational performance and sustainability. Instructions and Case Background Note: Before starting work on Project I, you must read the Project 1 rubric very carefully. You are requested to complete Project 1 in the role of a recent business degree graduate, newly hired by Silver Airways. Your manager has requested your assistance in conducting a SWOT analysis and developing the goals and objectives for a strategic plan. The strategic plan is necessitated by Silver Airways' CEO requesting an assessment of the airline’s ability to become a “major U.S. airline” and the subsequent steps it needs to take to make that happen. You will use the course materials and your research findings based on the Silver Airlines' links below. This information will allow you to perform an analysis on the current state of Silver Airways to determine its strengths, weaknesses, opportunities, and threats toward becoming a major US airline. You will complete a SWOT table identifying the strengths, weaknesses, opportunities, and threats you identified for Silver Airlines. Based on your SWOT table, you will then develop and explain your goals and their related objectives. Your manager has informed you of the following facts: Florida-based Silver Airways recently announced its acquisition of Seaborne Airlines, headquartered in Puerto Rico. Expanding its flight routes within the Caribbean, makes the company the highest volume airline to the Bahamas and the Caribbean. In addition to its Bahama and Caribbean flights, Silver Airways serves the southeast and a few northeast states. Your manager has provided you with the links found below and indicated that route expansion, a new fleet of aircraft and the acquisition of Seaborne Airlines should be considerations in your analysis. Of course, the focus of your analysis is Silver Airways and not Seaborne Airlines. Your analysis, SWOT table, goals and objectives must be supported by a logical and well-reasoned evaluation of the facts ascertained from the course materials and links provided. Research Links Silver AirwaysSeaborne AirlinesSilver Airways/SeaborneAirwaysSilver Airways Announces Major Strategic Growth Developments and New Leadership You may do additional research related to Silver Airways to enhance your SWOT analysis, SWOT Table and goals and objectives. Note: Your report must be based on the results of your own research. This means that you will research and draw your own conclusions, which must be supported by your independent research and the course materials. You are precluded from the use of any existing SWOT analysis, SWOT Table, and goals and objectives ascertained from anyone else's source material (e.g., internet sites, for-pay websites, existing documents, video resources, and the like). A zero will be earned for not doing your own analysis. How to Set Up the Paper Create a Word or Rich Text Format (RTF) document that is double spaced. Use 12-point font. The final product will be 4-5 pages in length, excluding the title page and reference page. Write clearly and concisely. Create an compliant title page that provides the paper's title, your name, the course number, the section number and your instructor's name. Use the following headings in the same order they appear below in completing your project: Introduction Write an Introduction paragraph. The Introduction paragraph is the first paragraph of the paper and will be used to describe to the reader the intent of the paper explaining the main points covered in the paper. This intent should be understood prior to reading the remainder of the paper so the reader knows exactly what is being covered in the paper. The introduction is often written after the paper is completed. SWOT Table Using the research from the websites provided and any additional research, complete a SWOT Table for Silver Airways using the format below.Provide a minimum of three strengths, three weaknesses, three opportunities and three threats. See the grading rubric for specifics and further guidance.Provide an in-text citation for each item presented in the SWOT Table. Strengths Weaknesses Opportunities Threats SWOT Analysis: Silver Airways Write a paragraph for each quadrant (Strengths, Weaknesses, Opportunities, Threats) in the SWOT explaining the rationale for each of the criterion (Strengths, Weaknesses, Opportunities, Threats) within each SWOT quadrant. Support your reasoning. Remember, there must be a minimum of three criteria in each quadrant. Be certain to label each of the four paragraphs at its start as the paragraph that is discussing Strengths, Weaknesses, Opportunities, or Threats. Goals and Objectives You will now begin to build the framework for the Strategic Plan to be developed. Identify and explain three (3) major goals that the company should attain based on its acquisition of Seaborne Airlines, with explanations as to the importance of each goal and why the goals are relevant to the company’s long-term goal of becoming a major US airline. For each goal, you will then define and discuss at least two objectives for each goal.Make sure to use the research and course materials to support your analysis. STUDENTS: The format and framework for your goals and objectives must be as follows: STRATEGIC GOAL 1: Must be written as a goal with a brief explanation of support for that goal. *Objective 1: *Objective 2: *Students will provide at least two objectives to support each Strategic Goal. Objectives must be stated so as to be clearly linked to the strategic goal they support. A brief explanation for each objective's relevance to the goal it supports must be provided. STRATEGIC GOAL 2: Must be written as a goal with a brief explanation of support for that goal. *Objective 1: *Objective 2: *Students will provide at least two objectives to support each Strategic Goal. Objectives must be stated so as to be clearly linked to the strategic goal they support. A brief explanation for each objective's relevance to the goal it supports must be provided. STRATEGIC GOAL 3: Must be written as a goal with a brief explanation of support for that goal. *Objective 1: *Objective 2: *Students will provide at least two objectives to support each Strategic Goal. Objectives must be stated so as to be clearly linked to the strategic goal they support. A brief explanation for each objective's relevance to the goal it supports must be provided. Conclusion Create a concluding paragraph. The conclusion paragraph highlights the major findings covered in the paper. List References Use the checklist below to ensure your paper's compliance with assignment instructions. Checklist Specific Project Requirements Proofread your paper. Ensure your topic headings and format follow the above sequence. Read and use the grading rubric while completing the paper to ensure all requirements are met that will lead to the highest possible grade. Third person writing is required. Third person means that there are no words such as “I, me, my, we, or us” (first person writing), nor is there use of “you or your” (second person writing). If uncertain how to write in the third person, view this link: http://www.quickanddirtytips.com/education/grammar/first-second-and-third-person. Contractions are not used in business writing, so do not use them. Paraphrase and do not use direct quotations. Paraphrase means you do not use more than four consecutive words from a source document. Removing quotation marks and citing is inappropriate. Instead put a passage from a source document into your own words and attribute the passage to the source document. There should be no passages with quotation marks. Using more than four consecutive words from a source document would require direct quotation marks. Changing words from a passage does not exclude the passage from having quotation marks. You are expected to use the research and weekly course materials to develop the analysis and support the reasoning. There should be a robust use of the course material. Material used from a source document must be cited and referenced. A reference within a reference list cannot exist without an associated in-text citation and vice versa. Changing words from a passage does not exclude the passage from having quotation marks. Use in-text citations and provide a reference list that contains the reference associated with each in-text citation. You may not use books in completing this problem set unless part of the course material. Also, do not use a dictionary, Wikipedia or Investopedia or similar sources. Provide the page or paragraph number in every in-text citation. Since the eBook does not have page numbers, include the chapter title and topic heading. If using a video, provide the minutes and second of the cited material.